Airtime case studies
Pizza Hut
ObjectivesTo target office workers to eat at Pizza Hut during their lunch break.
Solution
Pizza Hut wanted to target workers at lunchtime. Absolute Radio developed an idea of running a solus spot which went out at 12.05 and 1.05 Monday-Friday which highlighted their great offers and encouraged people to get out of office and into Pizza Hut.
Universal Music
ObjectivesU2’s record label Universal Music asked their agency for original ways to push the new U2 single “Get on Your Boots”. They needed to get cut throw in the difficult singles market.
Solution
U2 are already are core artists on the Absolute Radio playlist and “Get On Your Boots” was on the highest rotation. (around 6 times per day due to the “No Repeat Guarantee”)so we were confident no commercial activity could influence the playlisting of the song.
We proposed running a “blipvert” every time the song played out on air. Blipverts are short adverts that are placed outside the usual ad-breaks ensuing that the sonic clip has ultimate standout. The slots are 3-5 seconds long and are triggered by our DJ’s.
With Ofcom’s approval our blipvert for U2’s single launch advised listeners that the single was now available to download on i-Tunes and ran for a week in all dayparts where the single played.
Result
The single peaked at 12 in the UK single charts in a busy market.
The campaign received PR in various press including an exclusive piece on Media Guardian.
Both client and agency was very happy with the campaign and we hope to work on them again for other similar releases.
